Skech, founded in 1992, originally operated special utility boots (used for police or forestry workers) and suede skates. But the implementation of the product development route and global distributor strategy with fashionable, individualized young audiences for the audience soon opened the door to the brand and was publicly available on the New York stock exchange 7 years later (Code: SKX).

To date, Cage has diversified operations, designing, developing and marketing Cage's brand of men, women, children's shoes and several other products. He sells more than 80 million pairs of shoes annually in more than 100 countries and regions around the world, with a brand value of over 1 billion 400 million dollars, ranking second only to the American footwear market.

In China, though Skech had been retailing through distributors in 2002, it was only five years later that he joined Cage, a joint venture with Hongkong based international garment foundry, to become the beginning of the official development of the Chinese market.

Chen Weili, who is also a CEO of Lian Tai enterprise, said yesterday in an interview with a Commercial Daily reporter that he had worked with international costumes and footwear giants in the market development of Cage.

It is reported that last year, Cage launched the shape-up shaping shoes in the US market has occupied 70% of the same market share, Chen Weili said, this kind of functional footwear products will become one of the key development direction of Skech.

At the same time, the dual strategy of retail channels has helped Cage expand rapidly.

Chen Weili said that at present, Skech has opened stores in Shanghai, Beijing and Guangzhou by way of direct operation. Shanghai alone has more than 30 places, and will increase to 60 next year. In a wider two or three tier city, distributors are the main force of sales.